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首页> 外文会议>Proceedings of the 12th ACM conference on electronic commerce. >The Role of Social Networks in Online Shopping: Information Passing, Price of Trust, and Consumer Choice
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The Role of Social Networks in Online Shopping: Information Passing, Price of Trust, and Consumer Choice

机译：社交网络在在线购物中的作用：信息传递，信任价格和消费者选择

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摘要

While social interactions are critical to understanding consumer behavior, the relationship between social and commerce networks has not been explored on a large scale. We analyze Taobao, a Chinese consumer marketplace that is the world's largest e-commerce website. What sets Taobao apart from its competitors is its integrated instant messaging tool, which buyers can use to ask sellers about products or ask other buyers for advice. In our study, we focus on how an individual's commercial transactions are embedded in their social graphs. By studying triads and the directed closure process, we quantify the presence of information passing and gain insights into when different types of links form in the network. Using seller ratings and review information, we then quantify a price of trust. How much will a consumer pay for transaction with a trusted seller? We conclude by modeling this consumer choice problem: if a buyer wishes to purchase a particular product, how does (s)he decide which store to purchase it from? By analyzing the performance of various feature sets in an information retrieval setting, we demonstrate how the social graph factors into understanding consumer behavior.
机译：尽管社交互动对于理解消费者行为至关重要，但是尚未大规模探索社交网络与商业网络之间的关系。我们分析了淘宝网，它是中国的消费市场，是全球最大的电子商务网站。淘宝网与众不同的是其集成的即时通讯工具，买家可以使用该工具向卖家询问产品或向其他买家寻求建议。在我们的研究中，我们关注个人的商业交易如何嵌入他们的社交图谱中。通过研究三合会和有针对性的关闭过程，我们可以量化信息传递的存在，并深入了解何时在网络中形成不同类型的链接。然后，使用卖家评分和评论信息来量化信任价格。消费者将为与信任的卖方进行的交易支付多少费用？我们通过对这个消费者选择问题进行建模来得出结论：如果买方希望购买特定产品，他如何决定从哪个商店购买产品？通过分析信息检索环境中各种功能集的性能，我们演示了社交图如何影响理解消费者的行为。

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